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DIRECTOR, MARKETING ANALYTICS
Who We Are:
2K Games Dublin is a hub focused on performance marketing, commercial strategy, data engineering and data science/analytics and is part of the 2K games group of companies.
2K develops and publishes interactive entertainment globally for console systems, handheld gaming devices and personal computers, including smartphones and tablets. 2K is a leading publisher of today’s most popular gaming genres and most well-known for critically acclaimed game franchises like NBA 2K, WWE 2K, Bioshock, Borderlands, Evolve, XCOM and the beloved Sid Meier’s Civilization.
What We Need:
2K has been a major console and PC game publisher for several console generations and is known for bringing amazing IP to the market. As our games get bigger and more complex we are growing our Analytics group. We are looking for a skilled and passionate Director to manage a team within the Analytics group. This person will be responsible for marketing analytics and leading a team of data scientists. The team will focus on collecting marketing campaign and attribution data from various channels, building predictive models, organising and analysing the historical marketing data and working closely with brand and digital marketing teams to evaluate and optimize the marketing campaigns by utilising insights from the data.
What You Will Do:
- Lead Marketing Analytics across 2K games & locations, co-operating with multiple different marketing teams to ensure best-in-class approach to marketing strategy
- Work closely with marketing teams to collect, organise and analyse all historical data related to the offline and online marketing campaigns
- Analysing gameplay and economy telemetry data to understand how feature, content, and balance adjustments are impacting overall player experience, before and after the product launches
- Testing engagement and monetization strategies around our lifecycle offerings
- Developing advanced KPIs to evaluate the performance of different marketing channels and develop comprehensive multichannel campaign measurement plans
- Establishing and distributing dashboards and performance reports to summarize performance of campaigns/channels
- Identifying optimization opportunities across marketing channels and work closely with marketing managers and agency partners to implement these opportunities
- Developing statistical models to understand the relationship between different campaign factors/attributes and sales
- Supporting marketing teams with campaign planning, including determining the media mix
- Collaborating with other members of the Analytics team to bring the gameplay and marketing data together and build predictive models for customer segmentation and campaign optimisation
- Perform channel and region-specific deep dives where necessary
Who We Think Will Be a Great Fit:
We are looking for a marketing analytics leader who is eager to mine data for insights. Someone who is hypothesis driven and has experience using data-driven techniques to test the hypotheses rigorously. The ideal candidate must have a holistic view of paid and unpaid marketing tactics that extrapolate actionable learnings and must be able to influence business decisions. Traits we consider critical for this role include someone who is solution oriented and a creative problem solver, and a self-starter with passion and enthusiasm to drive results for meaningful changes.
What Skills Are Needed:
- B.A. or B.S. in Mathematics, Statistics, Economics, Computer Science, Engineering Sciences (or in another relevant discipline) – Master’s or PhD Degree is a plus
- 5+ years of experience in marketing analytics with very large, complex and multi-dimensional data sets with some management experience
- Experience working with paid and unpaid marketing channels
- Experience with multi-channel attribution and media mix models
- Experience with predictive modelling techniques, an accomplished user of one of the statistical software packages like R or SAS
- Expert in relational databases, SQL (experience with Vertica and/or Redshift is a big plus) and experience with big data technologies such as Hadoop, Hive, Pig or other NoSQL DBs
- Experience with data visualization tools, Tableau preferred
- Experience with advertising (DoubleClick, Nielsen, etc.) and website (Google Analytics, Omniture, etc.) and search analytics tools
- Strong Excel skills including VBA macros, pivot tables, vlookups, etc.
- Excellent communication skills, with a proven track record of working across all levels of the organisation – having the information is one thing, you must be able to disseminate and educate.
- Video games industry experience is strongly preferred